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Introduction
At Seymourpowell, we've had the privilege of partnering with ServiceNow, a leading SaaS company renowned for its cloud-based ITSM services, since 2019. Through our integrated, holistic design approach, we've significantly contributed to ServiceNow’s expansion, supporting their multi-million dollar revenue growth. Our collaboration reached new heights at Knowledge 2024 with an generative AI-powered, immersive experience for the new RiseUp initiative.
3,900+ articles published & clips broadcast.
8.786 billion potential impressions across social media, editorial and broadcast.
Challenge
Virtual reality and the creation of a digital twin was central to designing the interior of the world’s first commercial spaceship. As the pandemic took hold, Virgin Galactic realised that a live press event would be impossible and they needed to find a new way to launch the cabin interior to a global audience.
Process
During the design of the spaceship interior, our team created a constantly-evolving digital twin of the spaceship interior which lived within a bespoke, immersive VR platform developed specifically for the project. This workflow was employed to facilitate collaborative working across multiple sites, to reduce the need for physical access to the prototype spaceship and to expedite decision-making during the iterative design phases.
The assets developed during this process — and the confidence built among the teams involved — made it feasible to react quickly to the global pandemic, to pivot away from the planned physical reveal event and to begin working towards a virtual reveal.
The team went on to develop a VIP VR experience for the Meta Quest headsets and a public-facing AR app which launched on iOS and Android app stores.
Our Approach
Concept and Design
Inspired by the potential of generative AI and the global intrigue surrounding this technology, we created an immersive experience that blended hardware and software. The experience was designed to help visitors envision their future careers through a curated, interactive journey.
Immersive Experience
Visitors engaged with a bespoke hardware interface, participating in a diagnostic test that drew inspiration from learning type assessments. This quiz asked a series of interpersonal questions about their ambitions, learning characteristics, and aptitudes. Leveraging these insights, the AI generated an archetype using smart prompts. This process culminated in the creation of unique visual avatars that were then displayed large digital animated video walls.
Spatial Design
The RiseUp immersive experience was meticulously integrated within the broader context of the Knowledge 24 event, spanning across six interconnected areas. Our design ensured that the RiseUp zone complemented neighbouring spaces, maintaining a cohesive narrative throughout the exhibition. The central 'haven' space, surrounded by digital video walls displaying the avatars, provided a bright, optimistic, and inviting atmosphere amidst the bustling expo floor.
Visual and Interactive Elements
The interactive experience was enhanced by a bespoke controller with tactile controls, making AI more accessible and empowering users to take control of their future career. The overarching goal was to demystify AI, rendering it tangible and approachable. By providing hands-on experiences, we sought to educate and inspire curiosity about AI’s applications, helping visitors comprehend its potential impact on their future path in the work environment.
Totemic Takeaway
Each visitor received a printed version of their avatar. This personalised memento served as a reminder of their engagement with the RiseUp experience and their unique learning archetype. The takeaway was not only a keep sake but also a conversation starter, encouraging further discussion and interest in the RiseUp program long after the event.
Outcome
An exclusive audience were sent VR headsets, so that the interior could be revealed to the press ahead of the launch, in order to drive the media campaign. An immersive AR app was launched to the public on the day of the reveal to allow Virgin Galactic to share their pioneering experience with as many people as possible.
The core VR experience takes users through eight carefully-curated chapters, from the runway at Spaceport America, to cruising at release altitude, to floating in space above earth. There is a chance to meet the pilots, understand the purpose of the mission and take a detailed look at key design features. Unique stories play out around training, the seat, cabin features, lighting, displays and camera systems, using high-resolution 3D assets, gallery walls and cinema-sized films.
Importantly, the VR experience also provided a host mode, so that the Virgin Galactic team could meet the press and take their guests on personalised guided tours. In the midst of the pandemic, the tours were held from the comfort of living rooms from different corners of the world. Interviews were conducted and recorded by press and bespoke content was captured. This rich media content fuelled the success of the media campaign which followed.
On a mission to democratise space travel, Virgin Galactic wanted to share their pioneering experience with as many people as possible. The app enables anyone with a smartphone to take a tour of Virgin Galactic’s spaceship cabin, through five immersive augmented reality experiences. Users can take a deep-dive into the cabin’s features, as well as learn about the design story with interactive 3D augmented reality models, short films and multimedia experiences.
Over 100 Meta Quest VR headsets were provisioned and shipped across the world to key investors, media and influencers. The AR app launched on Play and Apple stores in time for the interior reveal broadcast on YouTube.
Launching the interior of a spaceship in the midst of the pandemic.
